Survival of Zi Wei Do Shu or the Purple Star Astrology

Survival of Zi Wei Do Shu or the Purple Star Astrology

The psychology and behavior of individuals has been studied using the astrological structured for years, however this aspect has not been evaluated and researched in detail especially in the context of the Purple Star Astrology from the Chinese Astrological Structures. This section reveals a concise, yet comprehensive review of preceding theories and researches of human behavior and psychology existent within the Chinese culture, particularly Hong Kong, based on the structures of the Purple Star phenomenon, which have had a significant influence on the study of consumer behavior and psychology within the specified region as well as the West. The aim and objective of this section is to draw a profound theoretical foundation to solve the current existence and relevance of the Purple Star Astrology (Bonaiuto et al., 2010).

Research pertaining to human behavior and psychology has primarily focused on three different aspects. Firstly, research has focused on the use corporate strategies and plans, which influence and persuade the consumer to purchase or use the merchandise, products or services. Secondly, research has focused on understanding and revealing ways and means to protect humans from harms-way, through analyzing their astrological layout of their stars and predicting their life choices and the impacts of these choices or (on a corporate level) when they use purchase products, merchandise or services. Thirdly, research has made efforts to understand the cognitive aspects of the individuals, their behavior and psychology, which results in either acceptance and purchase or rejection of a certain aspect of life. The aim of this section is neither to understand ways and means to protect individuals from harms-way through analyzing astrological standards of the Purple Star and its application nor is the aim to reveal corporate strategies and plans, which influence and persuade the consumer to purchase or use the merchandise, products or services. Instead, the aim of this section is to sketch a theoretical framework of consumer behavior and psychology to assess the relevance of the Purple Star Astrology and Feng Shui principles in the modern era (Bonaiuto et al., 2010).

It is worth noting here that research on human behavior in psychology is a very complex and multifaceted phenomenon. It may seem rather dry and slow when compared with the study of either understanding ways and means to protect individuals from harms-way through the study of stars or of revealing corporate strategies and plans (especially the use of media and cultural depictions through media), which influence and persuade the humans to behave a certain way or to purchase or use the merchandise, products or services. However, our aim and objective has been to present theories and researches pertaining to this subject so that we may be able to clearly understand the complex issues on human behavior and psychology in order to underline the relevance of the Purple Star Astrology and Feng Shui principles in the modern era (Michael and Thomas, 2005).

As mentioned above, human psychology and behavior has been under study for several decades. Similar studies on consumer behaviors have been conducted within China and Hong Kong though. Consumer's evaluation process, their decision process, their acceptance and rejection process, has been assessed and discussed by many philosophers and researchers. However, most of the research lack good coordination and fails to establish relations between different aspects of consumer behavior and psychology. Most researchers tend to deal with study of consumer behavior and psychology as researches on atom or chemical elements are dealt with. Researchers fail to recognize the usefulness of studying consumer behavior as a whole than in small deliberately-created fractions. Therefore, this research will also discuss the central issues surrounding this phenomenon by revealing vital and influential research studies on small deliberately-created fractions carried out in the past and then attempts to establish a relationship between them in order to craft a theoretical consumer behavior model. This approach will not only create a strong theoretical foundation for this research study, but also greatly assist this study in resolving the research problem. Also, this study will answer some of the primary questions when dealing with Feng Shui including these particular aspects: the cultural survival of Feng Shui and specifically its branch of Purple Star Astrology; the intellectual vs. superstition debate; the relevance of Feng Shui in modern times; the faux perceptions of Feng Shui books; and, representation of the 'classical texts' of Feng Shui e.g. Book of Changes and the Book of Burial in Yang's snippets. The study will also recommend the use of sponsorship in the promotion Feng Shui through the City and media of Hong Kong and provide justification for this recommendation.

Chapter 2: Literature Review

Cultural survival of Feng Shui and specifically its branch of Purple Star Astrology

It is worth noting here that all cultural/social behavior will be unable to reveal the true intention behind the performance, unless the behavior under consideration is under volitional control. In other words, the person performing the cultural/social behavior has to either perform it or refuse to perform it, at his own free will; failure to do so will result in either imperceptible expression or no expression of intention at all. It is also worth noting here that all forms of behavior do not meet this criterion, that is to say, not all behaviors are resultants of motivation. As Ajzen (1985) in his study of "intention to perform behavior" reveals that human behavior is also triggered by certain non-motivational dynamics, such accessibility of fundamental opportunities and resources necessary for human survival. Ajzen points out that these resources and opportunities are time, cooperation, money, skills etc. Therefore, people control their behavioral performance either through intention to perform behavior or through availability of certain fundamental opportunities and resources, as mentioned above.

The fact that behavioral performance relies jointly on intention to perform behavior and availability of certain fundamental opportunities and resources has been under study for a very long time. For instance, Hull (1943) studied this phenomenon using animals as his subject. Similarly, Lewin, Dembo, Festinger, & Sears (1944) studied different aspects of aspiration and its influence on behavior. Similarly, Triandis (1977) studied interpersonal behavior and revealed a number of "facilitating factors." Most research studies conclude that behavioral performance is directly related to intention that triggers motivation and availability of certain fundamental resources. Kelli McCormack Brown. (1999), reveals that the purpose of "theory of planned behavior" is to assess, evaluate and comprehend the behavioral performance, which are not in volitional control. Furthermore, he writes that through "theory of planned behavior" psychologists and psychiatrists recognize when, how and where to intervene in order to prompt and change their behavior. Lastly, "theory of planned behavior" helps explain almost all aspects of human behavior.

When focusing on the aspects of astrology and how that impacts people's behaviors, it is important to note that Feng Shui astrology is not based out of tangible theories and hence when the theory of planned behavior is applied to understand the dynamics and impacts made thereof, it has to be done after understanding what the astrological figures are. Hence, from here on we will discuss the TPB under the astrological principles.

The most significant Feng Shui astrological standard that can be observed within China and particularly Hong Kong is the Purple Star. This standard utilizes nearly 30 chief stars out of a total of 100 and has been a popular astrological practice for numerous centuries. These stars are then charted across a total of twelve Palaces (Houses). These houses symbolize a variety of behavioral characteristics of an individual's lifestyle and existence including aspects like destiny, family, health, career, travel etc. The specific names of these houses are as such: "Fate, Brothers and Sisters, Spouse, Children, Wealth, Health, Travel, Friends and Associates, Career, Property, Leisure and Parents." The position of every one of the 30 stars is established based upon the specific date, time, day, month, year of the querent as they are in the lunar calendar. Based on these positions, the TPB practitioners can analyze and incorporate the reading of the Chinese astrologers that includes intangible aspects like luck and fate a.k.a. Ming. According to the astrological principles, the fate of an individual is always permanent i.e. The emotional attachment an individual feels towards his/her parents might be stronger towards only one as opposed to both. Where Feng Shui gives no reasons for this inclination in the Purple Star structure, the TPB practitioners can further support the structure of Purple Star by analyzing the reasons behind this inclination. This will be an important addition as the reasons portrayed in the Purple Star structure will always be based on the position of the stars within the Parents Palace which cannot be tested or measured in research methods. On the contrary, the aspect of luck is the one variable that can alter in accordance to the activities of the individual and is based on the position of the stars in the specific year and decade. It is ascertained by the existence of fortunate and ill-fated stars in every Palace, with each of the positions and the stars presenting an influence on luck in eth behavior of the individual in that particular decade or different years within that decade. Again, this is not measurable in research terms and the TPB practitioners can focus on the advantageous and disadvantageous traits of an individual to determine the part that luck plays in the overall cultural standards within china and Hong Kong (Michael and Thomas, 2005).

"As in Purple Star Astrology, Fate is primary. It is the moment, the time when events then occurring and choices made set the direction for a person's life. A similar though less momentous one is Opportunity. It is a time when big gains can be made. The other three address the major human aspirations of happiness, wealth and fame. Unlike BA ZI this method does not address luck, but it does do something very significant in its own right. It describes how chi, that is, energy level or life force, fluctuates among the five stages of life. This positively or negatively affects the ability to achieve goals in general as well as the potency of the five influences in particular & #8230; The five stages are Birth, Youth, Maturation, Adulthood and Retirement." (Eitel, 1973).

Keeping in mind that the astrological structures are all based around position of the stars and they are scientifically expected to rotate or position in a certain way -- Feng Shui can come across as an extension of science but not science directly. Most of the interpretations of the position of the stars are not scientifically proven and hence the foundation of the positions can be interpreted as the only scientific structure in the Feng Shui principles. So, the debate between whether Feng Shui is, in fact, a science or not is settled. However, that's does not settle the dispute about whether the Purple Star phenomenon is based around intuitive reasoning or pure superstition. Many believe that the interpretations are not based on facts or theories that can be tested but are mere guesses on conjunctures on what is perceived to be the traits by a handful of Feng Shui practitioners. This is perhaps why the application of the TPB model is even more important within the context of this topic for most studies to incorporate as the theories presented in complement to the TPB model can help the Feng Shui practitioners to support their conclusions in established, tangible and measurable notions as well. It is important to note here though that the use of TPB might not necessarily help support all conclusions and theories present in the Feng Shui literature but could potentially support some of them. Furthermore, the use of TPB in the framework of Feng Shui could also make it more applicable within the modern times where intellect and logic takes precedence over belief. Hence, it could present and updated, modern and measurable version of the Feng Shui philosophy (Smith et al., 2006).

The modernization of a phenomenon like Feng Shui is important because the fact of the matter is that Chinese astrology has been practiced for centuries and has evolved with time resulting in numerous different structures being formed with the demands of the changing times. Some of these structures are very different in application from the original principles so much so that they alter and completely change the overall reading that is concluded from the position of the stars. On the other hand, there are still many structures that are based on the ancient readings and still hold true to those readings after all these years. This shows that the Chinese astrology can be used and interpreted in more than one correct way in the modern era (Wong, 1996). This is where the interpretation of Chinese Astrology, particularly the Purple Star can be an advantageous tool for the TPB practitioners who can also, based on readings, conduct vast cross-sectional studies for consumer analysis.

It is important to note here that the Chinese astrological standards are different from the astrological standards observed in the West. This, hence, indicates that the TPB theories and models present in the West will not be applicable in China or Hong Kong as the cultures and interpretations of the cultures between the two are vastly different. The astrology teachers and practitioners in both regions agree on the fact that the structures in both countries are designed with different thought-processes and hence have very different philosophical foundations. That being said, the primary difference between the two is that Chinese astrology and Feng Shui don not present a very modern overview while most of the Western Astrology is a modern extension of ancient philosophies. There are also similarities in the two structures but these similarities again result in readings that are absolutely poles apart (Wong, 1996).

Wong furthers asserts that "the difference in meaning between the first House/Palace of each reflects an important point of emphasis between the two systems. The First House, the Western ascendant, rules over the entire personality. It is thus as important as the sun sign and exerts an enormous influence. By way of contrast Chinese Astrology has been concerned primarily with fate and hardly at all with personality. In constructing a chart it is necessary to first locate the Ming Palace. It rules over a person's fate and is the most important one in a Purple Star chart. There is also a significant structural difference. In the Chinese system, each Palace contains a grouping of very similar influences. Both father and mother, for example, are included in the Parents Palace. In the Western, mother is in the Tenth House and father the Sixth. Another difference is exemplified by the Ninth House, which has disparate influences to include travel, education, and religion. There is no counterpart in Chinese Astrology. In that system work and travel are ruled by one Palace. Even here, however, the influences are not that different as the focus is on the connection between work and travel" (Wong, 1996).

The palaces that exist in Chinese astrology are thus listed below -- each with its own counterpart in the Western astrology:

Ming (fate) -- no equivalent

Brothers and Sisters Palace -- Third House

Marital Palace -- Seventh House

Sex and Children -- Eighth and Fifth Houses respectively

Wealth Palace -- Second House

Health Palace -- Sixth House

Moving Palace -- Third and Sixth Houses

Servants Palace -- Tenth House

Officials Palace -- Tenth House

Property Palace -- Second House

Leisure Palace -- Fifth House

Parents Palace -- Fourth and Tenth Houses.

The important thing to note here is that the Chinese astrology does not recognize the aspects of personality traits, laws and religion as well dreams, aspirations, secrets and the unconscious as significantly important aspects as they are normally included in other palaces but not as separate entities.

Apart from the differences between the Feng Shui and most of the Western astrology that currently exists, there are many other Feng Shui outlets that portray a very different standard than what was presented in the original Feng Shui principles. These are the faux schools of Feng Shui. It is important to note here that these schools are not the same as those that take a modern approach to Feng Shui contexts; instead these schools are those that use the name of Feng Shui to propagate their agendas on a massive scale. It is important to thus differentiate the fake Feng Shui standards from the real ones. Some of the most popular fake Feng Shui standards include the following:

- The schools are primarily associated to promote one's aspirations which are not a treated as a separate entity in Feng Shui standards as aforementioned. These schools are usually known by the following names: Life Aspirations or Black Sect, or Black Hat Sect Tantric Buddhist Feng Shui Principle. These schools were first initiated back in the mid 1970s and have developed thereof as part of the modern schools of Feng Shui.

- Another indication that a school is not genuine Feng Shui is that they separate the home palace into eight different categories of career: 'knowledge, family, wealth, fame, marriage, children, and helpful people'.

- The faux schools of Feng Shui also tend to utilize or depend upon the position of the front door to clearly outline the structure of the eight life aspirations or locations as depicted in the figure below:

The eight life aspirations are connected with a trend. The captivating point of reference of the major entry decides the position of the life aspirations plot. In this instance, the main entry is faced towards the south.

The eight life aspirations are connected with a trend. The upper or northern stations at all times match up to the wall enclosing the major door or entry even if the entry does is not positioned in the north. Irrespective of whether the major door or entry is on the left side, the right or the centre of the wall, the position of the northern stations will be the deciding factor of whether the individual will engage in the sections of knowledge, helpful people or career respectively.

- The faux schools of Feng Shui also utilize the "cures." For instance, they use 'mirrors, crystals, bamboo flutes, red ribbons, and statues or sculptures of fu dogs, frogs, and cats' in order to initiate the sequences of the eight life aspirations. Chiou and Krishnamurti assert that "among other things, to 'activate' the eight life aspirations/stations. Statements like 'A mirror will help to ward off evil spirits,' 'A fish tank placed in the north will bring prosperity,' or 'Hanging bells inside your door will ring in joy and happiness' are commonplace among these schools" (Chiou and Krishnamurti, 1997).

To formally classify the difference between authentic and faux schools of Feng Shui is to clearly identify the oldest and richest texts available of Chinese astrology like the I Ching or Book of Changes. Yang (1998) in his book incorporates the concepts of yin and yang and how these help create a balanced lifestyle in the field of Chinese Medicine. Just like the Book of Changes, Yang explains how Chinese medicine cannot be easily practiced overnight, instead it take years of implementation to accurately study, practice and produce relevant results.

Yang asserts through quoting that "there is no one, best way. Since the whole system is based on the interconnectedness of the universal energy, the important thing is that the querent somehow interject personal energy into the process. Nine Star Ki (Jiu Xin in Chinese and Kyu Sei Ki Gakuin in Japanese) is a number system derived from ancient Chinese Astrology . It became popular in Japan due in no small part to a revision by Shinjiro Sonoda in 1924. The Japanese differs from the Chinese Ming Gua system, for example, in that it does not differentiate between numbers for men and women" (as cited in Yang, 1998). This, when applied in the field of medicine mainly denotes that the overall use of universal energy in the field of medicine has been derived from the astrological principles of the Feng Shui and they primarily help in creating alternative solutions to medical problems that would have otherwise been difficult to structure. He also explains the associations between numerous aspects of I Ching like breathing and qigong, acupuncture and moxibustion, constitution and physiognomy, medicinal diet, sexology, biorhythms, genetics, ecology and how they relate to traditional Chinese medicine i.e. how these aspects of I Ching enhance the success rates of the Chinese methods of medicine or remedy.

Chapter 3: Methodology

Research Philosophy

Primarily, a research process falls into three main schools of thought. The first is interpretive; the second is positivist and the third is realist (Bouma, 2002). The complexity of the topic at hand is far too delicate and intricate to be generalized into universal laws; therefore, this study will adopt an interpretive premise instead of a positivist or a realist. Researchers argue that in order to understand a particular situation or a phenomenon, it is imperative that studiers thoroughly review the underlying reality of that situation/phenomenon. The aim of the research is to explore the subjective reality of the current situation with regards to the topic at hand and its overall impact. This is being done to understand the relationship between the variables involved, i.e. Feng Shui and it current stature/relevance in modern China and Hong Kong and its impact from a broader perspective taking into account the process of how the variables interplay to affect performance (Saunders et al., 2003).

Research Approach

In research studies, the use of theories can be divided into two main categories; (1) inductive approach and (2) deductive approach. In induction, at first data is collected and then it is analyzed so that a theory/hypothesis can be formed about that situation/phenomenon. In deduction, a theory is used to form hypotheses; thereafter a research strategy is designed to either confirm or refute the hypotheses (Cohen et al. 2000). For this particular paper, we did not form hypothesis, but we used the induction technique to collect all relevant information available on the topic and then conduct qualitative analysis on it and gave recommendations for possible improvements.

Conversely, this concept being analyzed here is a relatively novel concept and it is slowly finding its place in the Chinese society. For that reason, the current literature does not fully reveal sound theoretical frameworks with regards to the phenomenon. In light of the aforementioned facts, this study will embark also on an inductive approach and make an attempt to formulate a comprehensive theory that covers the research study topic and all relevant issues.

Research Strategy

The main components of a research strategy format, according to Saunders et al. (2003) and Easterby et al. (2002), are explaining the method that will used in the research which will enable the researcher to attain his aims, describing all the backup and resources that will be utilized in the collection of the required information as well as the shortcomings and hurdles during the collection process.

The most fruitful method to conduct this form of research will most likely be the use of journals available on the topic and accessing online libraries to gather all authentic sources (Riley, 1963; Tuckman 1972). This method has, over the years, proven itself to be one of the most efficient methods for gathering literature for any social research. It helps the researcher identify and formulate relevant theories questions from and expert array of prior studies.

Data Quality Issues

With the intention of reducing the probability of getting inaccurate analysis Saunders et al. (2003) proposes researchers to give specific consideration to both reliability and validity of the research design of the study. Reliability deals with the probability of different researches coming to the same conclusion when calculating with identical devices. In reality, concerns of reliability signify dilemmas and problems in the precision as well as the correctness of the measuring/calculating device (Bouma, 2000).

Analyzing the Data

Keeping in view that qualitative data is not gathered with a standardized method similar to that of quantitative, it has got to be divided into categories so as to be analyzed significantly and even though there are numerous research customs and diverse strategies and tactics for managing and calculating qualitative data, there is no standardized method (Saunders et al., 2003). In this research the wide-ranging strategy that will be utilized for data analysis is reliant on hypothetical propositions, which basically means that this study will pursue the original propositions on which the (1) aims and objectives and (2) design of the case study were founded upon (Yin, 1994). With the aim of successfully analyzing the gathered data, the results of all studies will be first classified in almost the identical order that the theories will be described in the literature review. Thereafter, in the analysis/recommendations chapter the researcher will attempt to explain the research theories and purposes which transformed the concentration of the research (Saunders et al., 2003).

Delimitations of scope and key assumptions

It is imperative to analytically assess the outcome and the entire thesis. This is because this thesis has some limitations that should be observed when taking into consideration the importance of the thesis and its assistance. This thesis has concentrated on a subject that has been an extremely large and unexplored one, that is, Feng Shui and it current stature/relevance in modern China and Hong Kong. Undoubtedly, this characterizes an extremely difficult assignment for research in spite of the more precise interests that the thesis might have. This wide-ranging and difficult subject has been analyzed from a somewhat limited experimental perception. The choice of the single thesis design obviously draws out numerous limitations in so far as the simplification of the outcome of the thesis is involved. Consequently, the thesis setting can simply be termed as a sort of direct framework of the immediate trends in the Chinese and Hong Kong Market, notwithstanding the past trends.

Chapter 4: Recommendations

Sponsorship has become an important marketing tool for corporations to expand their horizon and be able to connect to the common public through a series of charitable events and conferences. In today's high-tech consumer society, Feng Shui practitioners must look for multiple ways to host events that would gather a large crowd, encompassing all spheres of the social structure, in order to get the genuine practices of Feng Shui out there and eradicate all faux school. Such events could be cultural, social, economical, etc. Most sponsors hold events for a charitable purpose more than anything else; and sometimes these donations come without any event following at all. Occasionally, corporations, and at times, a single powerful individual donates an item, priced extremely, high, without holding an actual event for it. One of the most utilized ways for a sponsor to hold a successful charitable, or otherwise, event has been through sports, for example, the Susan G. Komen Breast Cancer Foundation, that promotes breast cancer study, organizes the "Race for the Cure," which is a chain of confined walk/run races backed by many local and international corporations (Hairong Li, 2004). As a result, sponsorship, particularly, television sponsorship within China and Hong Kong, has received a lot of attention from corporate sector and, as a result, amount spent by corporations on television sponsorship has augmented manifold, year after year and thus can be used to promote the Feng Shui principles, primarily the Purple Star astrology structure.

The primary reason for increased television sponsorship for Feng Shui practitioners can be the assumption about its benefits to the astrology sector. Cycling, marathon foot race from one country to another, baseball, basketball, cricket, hockey, car racing and even the Olympics are some of the sports that have been used by the corporate sponsors in the past to not only raise funds but also promote brand image and popularity. This brand image and popularity of corporations does not go in vain as it influences not only the consumer's choice of purchase from the particular sponsor, but also the consumer's knowledge of the sponsors' products/services, as well as, gives them an incentive to purchase items on a regular basis from the sponsor. It is assumed that these events create a vital link between the sponsor and the consumer, and a good efficient match of the sponsor and the event it is hosting creates a good image and a great impression on the consumer which is the key for a healthy relation and image of the sponsor (Hairong Li, 2004). The same line of action can be used by the Feng Shui practitioners where they can use sports events like cycling, marathon foot race from one country to another, baseball, basketball, cricket, hockey, car racing to bring people together and educate them on the basic principles of yin and tang and how these can be incorporated in their daily lives even when completing mundane activities.

While it has been difficult for researchers to gauge the actual benefits of television sponsorship, this thesis is going to mainly deal with one form of sponsorship that has been assumed as a major influence on consumer behavior; television sponsorship. It is important to note here that this form of TV sponsorship has grown popular in China and Hong Kong, especially in recent years, and thus can be used by Feng Shui practitioners to promote the astrological standards of Feng Shui at cheaper rates to air promotional programs every month. It is also worth noting here that television sponsorship is by far the most effective and efficient form of sponsorship due to its three-dimensional portrayal of sound, image and activity. Apart from that, television sponsorship is the one that has more long-term effect than perhaps any other form of sponsorship like radio or newspapers. Of course, these are not the only reasons why television sponsorship has to be measured.